What you’ll read: Why using your CRM for sales only is a huge mistake.
CRM is a sales tool for many teams, helping to improve lead management and organize pipeline reports. While that’s undoubtedly one of CRM’s capabilities, the irony is that businesses earn more revenue when they use it as a service tool. Approximately 89% of companies with “significantly above average” customer service have better financial performance than competitors.
Simply prioritizing service can increase revenue by as much as 8%. So if your CRM platform is used exclusively by a sales department, you may be missing out on key service-based features. Leverage these modules to increase customer lifetime value, and you’ll discover ways to transform everyday services into long-term sales.
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Customer support
The quickest way to take advantage of CRM’s service capabilities is to prioritize customer support. Many platforms include modules that let you manage incoming customer communications and prioritize service requests. CRM also enables you to address support requests across multiple touchpoints — an essential feature when many customers refer to social media before looking up an official support page.
CRM platforms with integrated support tools also streamline inquiries through a single user profile. This approach makes it far easier to manage workflows and address concerns efficiently, saving support teams from spending time managing dual requests. For example, suppose a customer encounters a problem, sends an email to support, and posts a Facebook comment about the experience. In that case, any employee viewing the profile will know it all relates to the same issue.
Field service
It’s not just marketers who need to understand a brand’s relationship with a customer — on-site technicians can benefit as well. Many businesses offer field service calls, especially for appliances, HVAC systems, and other integrated products. When technicians access user profiles, they can review notes from previous visits, identify common problems, and more. These considerations make it easier for technicians to schedule and prioritize their service calls while resolving issues as quickly as possible. Which, as an additional benefit, helps retain the customer!
Personalized recommendations
While personalization is more common than ever, many businesses are still getting used to the potential it represents. CRM platforms can assist these efforts by helping track every purchase customers make in their entire relationship with a brand. This data might include in-store and ecommerce shopping habits, which lets you target product recommendations and discounts for specific audiences.
CRM software is expressly designed for managing relationships with customers. While it can and should benefit sales, the real value comes from facilitating service-based relationships. When you take advantage of everything CRM offers, you’ll do more than complete purchases — you’ll increase revenue and gain customers for life.